Based on the data of 359 listed companies in China from 2016 to 2022, this paper explores the impact of design-driven innovation on new quality productivity in new energy automobile enterprises. It is found that design-driven innovation is conducive to improving the new quality productivity of new energy automobile enterprises. Specifically, design-driven innovation first provides solid fundamental support for new energy automobile enterprises and further optimizes the combination of the three elements of new productivity. The positive effect of design-driven innovation is mainly reflected in large-scale new energy vehicle enterprises. In addition, design-driven innovation can boost the growth of new productivity in these enterprises by enhancing their dynamic capabilities. The findings of this study expand the new pathway for improving enterprises’ new quality productivity and provide references for the high-quality development of China’s economy.